Everyone is familiar with Basecamp. But that doesn't mean that they don't need a great H1.

Their current headline, "Refreshingly simple project management," works exceptionally well for several reasons:

This headline addresses a common pain point in project management — complexity. Many project management tools are notorious for being overly complicated, with steep learning curves that can (and do) overwhelm new users. By using the word "simple" Basecamp immediately positions itself as a solution to this common problem, appealing to those who are frustrated with convoluted systems.

The use of "refreshingly" is also effective. It suggests that Basecamp's approach is not just simple but also going against the norm. This simple word implies that other project management tools are not simple.

Finally, the headline is concise and straightforward which aligns perfectly with the message it's conveying. By using only four words, Basecamp demonstrates its commitment to simplicity right from the first interaction a potential customer has with the brand. This consistency between message and delivery strengthens the headline's impact and increases its credibility.